millennial media: february 2013 mobile mix report

7/29/2019 Millennial Media: February 2013 Mobile Mix Report

1/7

Pfsft www,kfhhgllfnhkgcfn,edk$kdafhg+fltghhfbgleg$kdafhg+kfx td sfbl up%KdafhgKfx

N EDK]QGOGLUFPG HDDI ANEI NS KDAFHG CGPFEG SQGLCU


2/7

Cgvfeg & Knlu`neturgr Cntn

kfhhgllfnh kgcfns

S O G K D A F H G C G P F E G F L C G _

@garunry 1=>5

Flsfbots:

Npphg knfltnflgc fts pdsftfdl ns tog hgncflb cgvfeg knlu`neturgr

dl dur phnt`drk fl 1=>1 /Eonrt N, Npphgs fkprgssfdl sonrgflergnsgc td 5>' d` tog Sdp >7 Knlu`neturgrs fkprgssfdls dl togKfhhgllfnh Kgcfn phnt`drk( up `rdk 10' hnst ygnr /Eonrt A, Npphgfltrdcuegc n lukagr d` lgw prdcuets fl 1=>1( flehucflb tog f]odlg7 nlc n lgw dpgrntflb systgk( fDU 0,

Unksulb wns nbnfl tog lukagr twd cgvfeg knlu`neturgr dl durphnt`drk fl 1=>1 /Eonrt N, Unksulbs fkprgssfdl sonrg brgwygnr+dvgr+ygnr td rgprgsglt 11' d` tdtnh fkprgssfdls dl dur phnt`drk(edkpnrgc td >2' fl 1=>> /Eonrt A, Unksulb edltflugc td rghgnsglgw cgvfegs( adto sknrtpodlgs nlc tnahgts( fl togfr bhdanhhypdpuhnr Bnhnxy hflg, Sog ncdptfdl d` togsg lgw cgvfegs edltrfautgctd togfr dvgrnhh flergnsg fl fkprgssfdl sonrg dl dur phnt`drk,

Nknzdl wns tog ghgvglto hnrbgst cgvfeg knlu`neturgr dl dur

phnt`drk( wofeo sodwgc afb brdwto td kdvg fltd tog Sdp >7Knlu`neturgrs fl 1=>1 /Eonrt N, Nknzdl rghgnsgc togfr Iflchg @frgtnahgt fl hntg 1=>>, Sog pdpuhnrfty d` tont cgvfeg brgw tordubodut1=>1( nlc ons edltflugc td ag tog tofrc hnrbgst tnahgt dl durphnt`drk gneo qunrtgr, Fl ^5 1=>1( Nknzdl rghgnsgc n lgwgr vgrsfdld` tofs cgvfeg( tog Iflchg @frg OC( wofeo kny edltflug adto cgvfegnlc knlu`neturgr brdwto fltd 1=>5,

Negr kdvgc fltd tog Sdp >7 Knlu`neturgrs dl dur phnt`drk dr togrst tfkg /Eonrt N, Negrs hflg d` Fedlfn tnahgts wgrg edlsfstglthy fltog Sdp 7 Snahgts dl dur phnt`drk tordubodut tog ygnr,

Pfsft www,kfhhgllfnhkgcfn,edk$kdafhg+fltghhfbgleg$kdafhg+kfx td sfbl up

>

1

5

3

7

0

2

?

6

>=

>>

>1

>5

>3

>7

Npphg

Unksulb

AhneiAgrry /Qgsgnreo Fl Kdtfdl( Htc,

OSE

Kdtdrdhn

HB

OWNRGF

ZSG

UdlyGrfessdl

Ldifn

Nknzdl

Iydegrn

]nltgeo

Udly

Negr

5>,1='

11,51'

>>,7='

?,=5'

0,?5'

7,=?'

>,0='

>,57'

>,12'

>,15'

>,=?'

=,3='

=,55'

=,55'

=,55'

QNLI KNLW@NESWQGQU 1=>1

Udureg: Kfhhgllfnh Kgcfn( 1=>>+1=>1,

Sdp >7 Knlu`neturgrs /nhh cgvfegsQnligc ay Fkprgssfdls

EONQS N

1=>1

>

1

5

3

7

0

2

?

6

>=

>>

>1

>5

>3

>7

Npphg

Unksulb

OSE

AhneiAgrry /Qgsgnreo Fl Kdtfdl( Htc,

Kdtdrdhn

HB

OWNRGF

Ldifn

Unlyd

Iydegrn

UdlyGrfessdl

]rfvntg Hnagh

ZSG

]nltgeo

Udly

10,57'

>0,?='

>3,>>'

>1,?3'

6,07'

0,>3'

1,11'

>,03'

=,?3'

=,23'

=,01'

=,7>'

=,3='

=,5='

=,12'

QNLI KNLW@NESWQGQU 1=>>

EONQS A

1=>>

ENK]NFBL OFBOHFBOS:AWFEI

Sd cdwlhdnc tog uhh enkpnfbl sukknry( vfsftwww,kfhhgllfnhkgcfn,edk$ncvgrtfsg$enkpnfbl+sueegssgs

BDNH:

Qnfsg arnlc nwnrglgss nkdlb n

tgeo+snvvy( gnrhy+ncdptgr nucfgleg ay

agflb tog rst arnlc td ncvgrtfsg dltog lgw f]nc kflf,

USQNSGBV:

Aufei( wfto togfr nbgley Enrnt(

pureonsgc tog gltfrg f]nc kflfflvgltdry dl tog Kfhhgllfnh Kgcfn

phnt`drk dr tog rst wggi n`tgr tog

cgvfegs rghgnsg fl drcgr td tnrbgt ydulb( tgeo+snvvy edlsukgrs, Aufei on

n ofstdry d agflb n kdafhg flldvntdr9 tog arnlc rnl n sfkfhnr enkpnfbl

wfto n sfkfhnr bdnh wogl tog Pgrfzdl f]odlg rst agenkg nvnfhnahg, Ns nrgsuht( Aufei sueeggcgc fl prdkdtflb togfr arnlc td togfr tnrbgt nucfgleg

wfto nl nadvg nvgrnbg ESQ rdk egrtnfl edltglt eonllghs,

Onvflb Aufei ag tog rst arnlc tont edlsukgrs snw dl togfr lgwf]nc kflf wns n trgkglcdus dppdrtulfty dr us td rnfsg nwnrglgsswfto tog tgeo+snvvy( gnrhy ncdptgr nucfgleg,~ Ernfb Afgrhgy( Cfrgetdr( Ncvgrtfsflb & ]rdkdtfdls Aufei$BKE nt Bglgrnh Kdtdrs


3/7

CGPFEGU 1=>1QNLI

>

1

5

3

7

0

2

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6

>=

>>

>1

>5

>3

>7

>0

>2

>?

>6

1=

Npphg f]odlg

Unksulb Bnhnxy U

AhneiAgrry Eurvg

Kdtdrdhn Crdfc QNZQ

AhneiAgrry Sdreo

AhneiAgrry Adhc

Unksulb Bnhnxy 7

HB Dptfkus

OSE Cgsfrg

Unksulb Bnhnxy Neg

Unksulb Crdfc Eonrbg

Unksulb Pfarnlt Bnhnxy U

OSE Gvd

AhneiAgrry ]gnrh

OSE Crdfc Flergcfahg

ZSG Uedrg

AhneiAgrry Adhc Sdueo

Unksulb Rftofl

Unksulb Nckfrg

Unksulb @nseflntg

>7,76'

3,13'

5,6>'

1,=>'

>,61'

>,??'

>,26'

>,22'

>,52'

>,17'

>,>1'

>,=?'

>,=2'

=,60'

=,63'

=,?2'

=,?1'

=,21'

=,21'

=,0>'


Sdp 1= Kdafhg ]odlgsQnligc ay Fkprgssfdls

EONQS E

1=>1CGPFEGU 1=>>QNLI

>

1

5

3

7

0

2

?

6

>=

>>

>1

>5

>3

>7

>0

>2

>?

>6

1=

Npphg f]odlg

Ahneiagrry Eurvg

Kdtdrdhn Crdfc

HB Dptfkus

Ahneiagrry Adhc

OSE Gvd

Unksulb Bnhnxy U

Kdtdrdhn Crdfc _

OSE Cgsfrg

Unksulb Gpfe Bnhnxy U

Ahneiagrry Sdreo

OSE Crdfc Flergcfahg

OWNRGF Nseglc

OSE B1 Sdueo Ogrd

Unksulb Lgxus U

Unksulb @rggcdk

AhneiAgrry ]gnrh

Unksulb @nseflntg

Kdtdrdhn Kfhgstdlg

AhneiAgrry Utdrk

>3,02'

7,?6'

1,?7'

1,26'

1,26'

1,0>'

1,37'

1,56'

1,>>'

>,?>'

>,06'

>,32'

>,>0'

>,>3'

>,=6'

>,=>'

=,?1'

=,23'

=,06'

=,02'

EONQS C

1=>>

Cgvfeg & Knlu`neturgr Cntn

kfhhgllfnh kgcfns



Flsfbots:

Sog Npphg f]odlg wns nbnfl tog tdp kdafhg podlg dl dur phnt`drkfl 1=>1( needultflb `dr >0' d` fkprgssfdls /Eonrt E n 21' flergnsgfl fkprgssfdls ygnr+dvgr+ygnr `rdk 1=>> /Eonrt C, Npphg rghgnsgc togf]odlg 7 fl 5 d` 1=>1 wofeo gnturgc n tofllgr cgsfbl wfto n hnrbgrserggl( nlc flehucgc Npphgs lgw dpgrntflb systgk( fDU 0,Unksulb onc gfbot podlgs fl tog Sdp 1= Kdafhg ]odlgs hfst dl togKfhhgllfnh Kgcfn phnt`drk fl 1=>1 /Eonrt E( up `rdk vg podlgs hnstygnr /Eonrt C, Fl 1=>1( togsg gfbot Unksulb podlgs nhsd needultgc`dr twfeg tog fkprgssfdl sonrg tonl fl 1=>>( `dr n tdtnh d` >1' /EonrtE, Sog Unksulb Bnhnxy U hflg d` sknrtpodlgs brgw >?1'ygnr+dvgr+ygnr td kdvg up vg spdts td tog lukagr twd pdsftfdl dldur phnt`drk fl 1=>1,

Sog tnahgts sodwflb tog kdst fkprgssfdls dl tog Kfhhgllfnh Kgcfnphnt`drk fl 1=>1 nrg sodwl fl Eonrt G, Cgspftg cdzgls d` lgwgltrnlts td tog tnahgt knrigt( tog Npphg f]nc rgknflgc tog lukagrdlg tnahgt dl dur phnt`drk fl 1=>1( nlc fl tog kdafhg knrigt,Sordubodut tog ygnr( tog Nknzdl Iflchg @frg rgknflgc tog tofrchnrbgst tnahgt tont wg snw fkprgssfdls rdk dl dur phnt`drk, Nknzdlnhsd rghgnsgc tog Nknzdl Iflchg @frg OC fl 5 1=>1,

@garunry 1=>5

Udureg: Kfhhgllfnh Kgcfn( 1=>1,

Sdp 7 SnahgtsQnligc ay Fkprgssfdls

EONQS G

Npphg f]nc* Nknzdl Iflchg @frg*Unksulb Bnhnxy Sna*

> 1 5

Kdtdrdhn _ddk

7

Negr Fedlfn

3

* Qnligc fl tog tdp 1= nkdlb nhh kdafhg cgvfegs


4/7

kfhhgllfnh kgcfns



Flsfbots:

Uknrtpodlgs wgrg tog hgncflb cgvfegs dl dur phnt`drk fl 1=>1(flergnsflb 2 pgregltnbg pdflts td needult dr 27' d` tdtnhphnt`drk fkprgssfdls /Eonrts @ & B, Nhh d` tog Sdp 1= Kdafhg]odlgs dl tog Kfhhgllfnh Kgcfn phnt`drk tofs ygnr wgrgsknrtpodlgs /Eonrt E,

Ldl+]odlg Edllgetgc Cgvfegs flergnsgc 7 pgregltnbg pdfltsygnr+dvgr+ygnr td rgprgsglt 1=' d` fkprgssfdls dl dur phnt`drk/Eonrts @ & B, Sog brdwto d` tofs entgbdry fs hnrbghy nttrfautgc tdtog flergnsgc ncdptfdl d` tnahgt cgvfegs,

Fl 1=>1( tog DU kfx dl dur phnt`drk rgknflgc rghntfvghyuleonlbgc rdk 1=>> /Eonrts O & F, Sog Nlcrdfc dpgrntflbsystgk hgc tog DU kfx dl dur phnt`drk( rgprgsgltflb 3?' d`

fkprgssfdls /Eonrt O, Rofhg tofs wns rghntfvghy fint ygnr+dvgr+ygnr(Nlcrdfc cgvfegs needultgc dr >3 d` tog Sdp 1= Kdafhg ]odlgsdl dur phnt`drk( up rdk >5 fl 1=>>,

fDU wns tog sgedlc hnrbgst DU dl dur phnt`drk fl 1=>1 wfto 51'd` tog fkprgssfdl sonrg( rghntfvghy fint ygnr+dvgr+ygnr `rdk 1=>>/Eonrts O & F, Cgspftg tog shfbot eonlbg fl dvgrnhh pgreglt sonrg(nhh fDU fkprgssfdls enkg rdk just n gw Npphg prdcuets( wofeowgrg knrigt hgncgrs fl togfr entgbdrfgs,

Edllgetgc Cgvfeg KfxQnligc ay Fkprgssfdls

EONQS @


Uknrtpodlg cntn cdgs ldt flehucg wont eduhc ag edlsfcgrgc Uknrtpodlgs rullflb prdprfgtnry Dpgrntflb Uystgks( g,b, Unksulb Flstflet( HB Pu,

27'

7'

1='

0?'

>7'

>2'

EONQS B

DU KfxQnligc ay FkprgssfdlsEONQS O EONQS F

3?'

5' >' >'1'

>0'

51'

32'

>0'

55'


@garunry 1=>5

Cgvfeg & DU Cntn

1=>1 1=>>

Uknrtpodlgs

@gnturg ]odlgs

Ldl+]odlgEdllgetgc Cgvfegs

Nlcrdfc

fDU

AhneiAgrry DU

Rflcdws

Uykafnl

1=>1 1=>>


5/7

kfhhgllfnh kgcfns



@garunry 1=>5

Kdafhg Cgvghdpgr SrglcsSnahgt DU KfxQnligc ay FkprgssfdlsEONQS J

Udureg: Kfhhgllfnh Kgcfn( 1=>1,

>

1

5

3

7

0

2

?

6

>=

>

1

5

3

?

0

7

2

ENSGBDQFGU

Bnkgs

Kusfe & Gltgrtnflkglt

Kdafhg Udefnh Kgcfn

Edkkulfentfdls

]rdcuetfvfty & Sddhs

Uefgleg & Sgeoldhdby

Updrts

Lgws

Addis & Qg`grgleg

Rgntogr

Sdp >= Npphfentfdl EntgbdrfgsQnligc ay Fkprgssfdls

EONQS I

1=>>1=>1


Flsfbots:

Sog lukagr d` tnahgts `rdk wofeo wg snw fkprgssfdls dl togKfhhgllfnh Kgcfn phnt`drk brgw sfblfenlthy fl 1=>1( gspgefnhhy todsgrullflb dl nl Nlcrdfc DU, Ns tog lukagr d` Nlcrdfc+ansgc tnahgtsflergnsgc( tog hgncflb knlu`neturgrs `rdk wofeo wg snw tnahgtfkprgssfdls eonlbgc ygnr+dvgr+ygnr /Eonrt J, D` tog Nlcrdfc tnahgtswg snw fkprgssfdls rdk dl dur phnt`drk fl 1=>1( Unksulb wns toghgncflb knlu`neturgr /37', Nknzdl wns tog sgedlc hgncflb

Nlcrdfc tnahgt knlu`neturgr rdk wofeo wg snw fkprgssfdls /10'(sodwflb dvgr 7==' brdwto rdk tog prgvfdus ygnr,

Bnkgs wgrg tog lukagr dlg npphfentfdl entgbdry dl dur phnt`drkfl 1=>1( knfltnflflb tog pdsftfdl `rdk 1=>> /Eonrt I, Sog pdsftfdld` bnkg npphfentfdls dl dur phnt`drk kfrrdrs tont d` npp stdrgs(sueo ns fSulgs nlc Bddbhg ]hny9 Bnkgs nrg tog lukagr dlgnpphfentfdl entgbdry fl adto d` togsg npp stdrgs ns wghh,

]rdcuetfvfty & Sddhs npphfentfdls kdvgc td tog lukagr vg pdsftfdldl tog Sdp Kdafhg Npphfentfdls dl tog Kfhhgllfnh Kgcfn phnt`drk fl1=>1 /Eonrt I( up torgg spdts `rdk tog prgvfdus ygnr, Ns edlsukgrstfkg spglt wfto kdafhg ons flergnsgc( npphfentfdls flergnsflb tog`uletfdlnhfty d` tog sknrtpodlg onvg sodwl brdwto, @dr gxnkphg(tofs enl flehucg utfhfty npphfentfdls sueo ns finsohfbots( hgvghs( nlc

enhglcnr fltgbrntfdl gnturgs,

Dutsfcg d` tog Sdp >=( Cntflb npphfentfdls sodwgc hnrbgygnr+dvgr+ygnr brdwto, Ns ncdptfdl d` dlhflg cntflb sftgs brdws(kdafhg npphfentfdls td suppdrt todsg fltgr`negs nrg nhsd brdwflb sdusgrs enl iggp fl tdueo wofhg nwny `rdk togfr edkputgr, Cntflbnpphfentfdls sodwgc tog kdst brdwto curflb tog sukkgr kdltosd` 1=>1( wogl Cntflb ncvgrtfsgrs rnl kdrg enkpnfbls td gledurnbgpgdphg td ag kdrg sdefnh,

Sog Jnlunry 1=>5 Upgefnh KdafhgKfx Qgpdrt tnigs n ehdsgr hddi ntkdafhg bnkg npphfentfdls dl togKfhhgllfnh Kgcfn phnt`drk, Rgofbohfbot igy trglcs `dr kdafhgbnkg npphfentfdls( flehucflbodw kdafhg usgrs nrg glbnbflbwfto togsg npphfentfdls nlc dlwofeo cgvfegs,

Pfsft www,kfhhgllfnhkgcfn,edk$kdafhg+fltghhfbgleg$kdafhg+kfxtd cdwlhdnc ldw,

3>'

7?'

Nlcrdfc

fDU

AhneiAgrry DU

Unksulb

Nknzdl

Kdtdrdhn

Negr

Nsus

Dtogrs

>'

37'

10'

0'

7'

7'

>5'


6/7

kfhhgllfnh kgcfns



@garunry 1=>5

Flsfbots:

Fl 1=>1( cdzgls d` lgw sknrtpodlg nlc tnahgt cgvfegsgltgrgc tog kdafhg knrigt( fl nccftfdl td lgw vgrsfdls d`gxfstflb cgvfegs, Eonrt H ofbohfbots n `gw d` tog igy lgwcgvfegs tont wgrg fltrdcuegc fltd tog kdafhg knrigt fl 1=>1,

Fl Ldvgkagr 1=>1( tog f]nc kflf gltgrgc tog knrigt nsNpphgs rst 2+fleo tnahgt, Rftofl tog rst gw wggis n`tgrhnuleo( fkprgssfdls `rdk tog f]nc kflf dl tog Kfhhgllfnh Kgcfnphnt`drk brgw nt nl nvgrnbg cnfhy rntg d` 1?'( dutpneflb togbrdwto d` tog drfbflnh Iflchg @frg />6' nt fts hnuleo flLdvgkagr 1=>>,

Sog Unksulb Bnhnxy Ldtg FF wns rghgnsgc fl 5 d` 1=>1( nlupbrncg td tog drfbflnh Bnhnxy Ldtg( dlg d` tog rst kdafhgpodlgs edlsfcgrgc n sknrtpodlg$tnahgt oyarfc( wofeo sdkgtgrk n ponahgt, Sog Bnhnxy Ldtg fs ildwl dr fts hnrbgr( 7,5fleo serggl nlc dptfdlnh styhus, Fkprgssfdls dl tog KfhhgllfnhKgcfn phnt`drk `rdk tog Bnhnxy Ldtg FF brgw nt nl nvgrnbg d`1=' n kdlto n`tgr fts fltrdcuetfdl fl 1=>1, Knly flcustrynlnhysts aghfgvg kdrg d` togsg ponahgt kdafhg cgvfegs wfhh ofttog knrigt fl 1=>5, www,kfhhgllfnhkgcfn,edk$kdafhg+fltghhfbgleg$fl`dbrnpofes

1=>1 Cgvfeg FltrdcuetfdlsEONQS H

Lgw Cgvfeg Fltrdcuetfdls

Rflcdws Uur`neg SnahgtDESDAGQ 1=>1

Npphg f]nc kflfLDPGKAGQ 1=>1

OSE Dlg _N]QFH 1=>1

Ldifn Hukfn 6==JNLWNQV 1=>1

Iflchg @frg OCUG]SGKAGQ 1=>1

Npphg f]odlg 7UG]SGKAGQ 1=>1

Unksulb Bnhnxy Ldtg FFUG]SGKAGQ 1=>1

Ldifn Hukfn 61=LDPGKAGQ 1=>1

Unksulb Bnhnxy U5KNV 1=>1

Bddbhg Lgxus 2JWLG 1=>1

Udureg: ]uahfe lgws duthgts( 1=>1,

Hfig ]feturgs4Eogei dut tog lgw Fl`dbrnpofe pnbg dl dur wgasftg,


7/7

kfhhgllfnh kgcfns



Nadut Kfhhgllfnh Kgcfn

Kfhhgllfnh Kgcfn fs tog hgncflb flcgpglcglt kdafhg ncvgrtfsflb nlc cntn phnt`drk, Dur tgeoldhdby( tddhs nlcsgrvfegs oghp npp cgvghdpgrs nlc kdafhg wgasftg puahfsogrs knxfkfzg togfr ncvgrtfsflb rgvglug( nequfrg usgrs nlc

bnfl nucfgleg flsfbots, Dur phnt`drk nhsd glnahgs us td dgr ncvgrtfsgrs pdwgrùh Kdafhg Nucfgleg Udhutfdls /KNU

tont utfhfzg dur sfblfenlt senhg( sdpofstfentgc tnrbgtflb nlc ulfqughy glbnbflb ergntfvg enpnafhftfgs td cghfvgr

kgnlflbùh rgsuhts,

Nadut Kfhhgllfnh Kgcfns Kdafhg Kfx

Kfhhgllfnh Kgcfns Kdafhg Kfx rgpdrts igy ncvgrtfsflb trglcs wfto n `deus dl kdafhg knlu`neturgrs( cgvfegs(

dpgrntflb systgks( edllgetgc cgvfegs nlc kdrg, Kfhhgllfnh Kgcfns Kdafhg Kfx fs fl edkphgkglt td tog

Uedrgenrc `dr Kdafhg Ncvgrtfsflb Qgneo nlc Snrbgtflb /U,K,N,Q,S, rgpdrt( wofeo cghfvgrs kdltohy flsfbots dl

ncvgrtfsflb pgr`drknleg nlc glbnbgkglt, Adto rgpdrts nrg ansgc dl netunh enkpnfbl nlc phnt`drk cntn `rdk

Kfhhgllfnh Kgcfn, Ns tog hgncflb flcgpglcglt kdafhg ncvgrtfsflb nlc cntn phnt`drk( wg nrg enpnahg d` rgpdrtflb

nlc nlnhyzflb cntn edhhgetgc dvgr tgls d` afhhfdls d` kdltohy nc rgqugsts, Ghgvntflb nlc crfvflb tog wodhg kdafhg

gedsystgk `drwnrc fs egltrnh td dur edkpnly kfssfdl,

@dr qugstfdls nadut tog cntn fl tofs rgpdrt( dr `dr rgedkkglcntfdls `dr ùturg rgpdrts(

phgnsg edltnet us nt rgsgnreoMkfhhgllfnhkgcfn,edk,

1=>5 Kfhhgllfnh Kgcfn( Fle, Nhh rfbots rgsgrvgc, Nhh prdcuet lnkgs nlc fknbgs nrg trncgknris dr rgbfstgrgc trncgknris d` togfr rgspgetfvg dwlgrs,

@garunry 1=>5

millennial media: february 2013 mobile mix report

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